customer experience management develo pment program project · customer experience - what is it?...
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STATE OF CALIFORNIA Franchise Tax Board
Customer Experience Management Development Program Project
Pam Paulson & Alicia Acosta 2017 / 2018 Management Development Program Customer Experience Project June 5, 2018
Agenda
Customer Experience (CX) Defined Benefits to Customers and CaliforniaBenefits to Customers and California Management Development Program (MDP) ProjectManagement Development Program (MDP) Project Co-Creation ProcessCo-Creation Process Findings and RecommendationsFindings and Recommendations Other FTB CX EffortsOther FTB CX Efforts
Customer Experience | Management Development Program 2
Customer Experience - What is it?
Customer Experience is how customers perceive their interactions with an organization.
Interactions is defined as any time you and your customers have a two way exchange.
Good CX happens when customers think an interaction was:
Effective - met a needEasy - fast, intuitive, simpleEmotion - felt heard, respected, confident
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Customer Experience - What is it?Customer's feelings about:
Quality of ProductCompetitive PricingSuperfast DeliveryAbility to Track DeliveryReturn PolicyCustomer Service
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Customer Experience - What is it?FTB Customers judge CX by:
Easy to understand instructions
Easy to File Tax ReturnTimely RefundsClear noticesSelf Service OptionsGreat Customer Service
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Who Benefits from CX?
TaxpayersConfidence / Trust
Ease of interactionsTimely information / assistance
FTB
Savings and EfficienciesIncreased ComplianceIncreased Use of Self-Service Options
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MDP Project Assignment
Learn CX Principles and Co-Creation Process
Apply Co-Creation Activities to On-Boarding Process'Validate Co-Creation Tool
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Findings and RecommendationsTouch Points:
Conditional Job OfferBackground CheckOfficial Job OfferFirst Day Arrival TrainingTrainingGraduationFirst 30 Days on the Job
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Findings and RecommendationsTouch Point #2: Background Check
Sam's InsightsNervous Unsure Apprehensive (checked) Anxious (checked) Confused (checked)
Findings
Eager to completeEmpathetic & Helpful staff
Opportunities
Status UpdateExpectations re:timeline
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Findings and RecommendationsTouch Point #3: Official Job Offer
Sam's Insights
Excited Grateful Relieved Uncertain (checked) Anxious (checked)
Findings
Personalized Phone Call
Opportunities
Provide Written job offerPre-arrival Letter
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Findings and RecommendationsTouch Point #4: Arrive at FTB
Sam's Insights
Welcomed Encouraged Excited Disoriented Overwhelmed (checked)
Findings
Exec. Mgmt. Welcome
Opportunity
Tour of CampusMeet Supervisorsaccess to personnel Specialist
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Findings and Recommendations
The Value of Co-Creation:
Focus on EmotionJourney OrientedOutside-In Perspective
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Other FTB CX EffortsCX Education and Awareness
Additional Co-Creation Efforts
Audit "Pathways" Curriculum
IT Enterprise Intake ProcessCustomer Service Representative Training and RetentionBuild CX into EDR2
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Questions?
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STATE OF CALIFORNIA Franchise Tax Board